Just like HOLA Teleroom, a well-known home shopping mall, it is obvious that its brand personality is: emphasizing texture, making friends and being approachable; Intellectual and emotional, intelligent and accomplished; Love home life, kindness has connotation; Pursue fashion taste and like to share. This description of the brand as a successful professional woman will certainly attract many admirers. Of course, the brand's personality is not expressed in words, but is displayed and passed on to consumers through terminal visual display. Only when consumers agree that the brand really has such personality can the brand's personality reflect the important differences with other competitors and attract target customers. The key point of doing a good job in visual merchandising is that through the collaborative design of space and display, brand personality can always be expressed through visual display. Terminal visual display: including VP, PP and IP display forms, each of which has different functions: the main function of VP is to improve the rate of entering stores, enhance the brand image and show the brand connotation; The main function of PP is to change the customer's travel route, extend the customer's stay time, let customers know more about the product itself and increase the experience rate of the product; IP is to maintain a certain store inventory in a neat and regular way. VP, PP and IP must be combined to conform to the customers' marching rules in shopping malls, such as straight line marching, right hand marching, main road marching and so on. It should also conform to the customer's line of sight movement law, such as visual field and visual range, priority perception of large-area stimuli, strong perception of warm colors and so on. In the exhibition, no matter what method is used, we should first consider it from the customer's point of view. What kind of exhibition can attract customers in just a few seconds after they pass the counter and make them stay longer? Yaying, a well-known domestic women's clothing brand, can basically fully reflect her interpretation of elegant life in her window VP. Understand that Yaying (E P) brand originated from a large-scale brand window display activity held by a department store. In the same venue and under the same background, * * * has ten brands producing VP exhibitions at the same time. Yaying brand stands out, from the space design of the whole exhibition area, the action design of models to the configuration of clothing, accessories and atmosphere elements, which clearly shows the concept of providing diversified series of product combinations for urban women aged 28-45. Since then, every time I pass by Yaying's shop, I will be deeply attracted by the VP display screen in its French window. This is the influence that terminal display can bring, which has quietly penetrated into the hearts of customers. The second step: PP display, reflecting the design highlights and collocation combination. I remember once I wanted to buy a suitable coat for a party. At the entrance of Yigu (a French brand that has just started to enter major department stores in Shanghai on a large scale), I was attracted by one of their VP exhibitions, and the image of the whole model was like going out to eat. So I went into the cupboard and asked to try on this coat. Seeing that my clothes and coat were not suitable that day, the shopping guide immediately took a full set for me to try on. In this way, without any publicity and shopping guide, I quickly decided to buy this suit, including a bottoming shirt that is not new in isolation. This is the power of combination display, teaching customers how to wear clothes and selling them clothes at the same time. The third step: IP display, clean and rich inventory. In general, IP (inventory goods) display always accounts for the highest proportion in brand counters, because we need to ensure that as many goods as possible that attract customers are bought by customers, otherwise it will leave a negative impression on customers. Inventory display requires top-down colors from light to dark; Size from small to large; The variety of goods ranges from light to heavy. A neat and unified IP display can make products look richer. After combined display with VP and PP, almost all product information, such as product style, color and material, can be displayed to customers, even single items like towels can leave a deep impression on customers. Step 4: POP display POP refers to displaying information such as text, pictures and images on the display. It tells customers the main points and reasons for buying, and its function is to attract customers into the store to buy goods. Our promotional information POP, price tag POP and commodity classification POP (graphic forms placed on the displayed goods and reflecting the image of the goods) all belong to this category. This kind of display, like other displays, is a part of space, so the place and form of its display should also be stipulated in the design. The source of terminal display comes from brand spirit (personality), and these two tasks account for 70-80% of the key factors that determine the success of a brand terminal display according to the rational layout of space and the rational use of display techniques. However, at present, most enterprises pay more attention to another element-the quarterly exhibition manual of goods. Because there are generally more than a dozen, dozens or even hundreds of brand companies, in order to ensure the unity of brand image, the display props of brand companies are basically customized, but the display still depends on manpower. If there is no exhibition manual, even if the space design in the early stage is perfect and the display techniques in the model shop are attractive, the later copy and execution will be out of shape everywhere. Therefore, brand companies need a quarterly exhibition manual as the implementation standard of terminal display. The general brand company will think that the exhibition manual is to print out the real-life map in the model shop and let the store paint a gourd ladle. But in fact, the area and layout of each store will be different, and the salesperson's understanding of the goods will also be biased. Before we transmit the information of goods to customers through display, we must first transmit this information to the sales staff and tell them what the brand spirit is. What are the design concepts and selling points of commodities in each season? Even the fabric, characteristics and design ideas of each product, so that they can convey these key information more accurately and clearly when introducing the displayed products to customers. Several well-known brands in sports and leisure have done quite well in this respect. For example, converse, a famous brand for shoes, has almost become synonymous with shoes. Brand companies send retail express to stores every month, introducing monthly brand initiatives, story sources of newly listed products, fabrics, design ideas, shoes and clothing collocation and details of major series, and so on. In addition, we will also conduct special training on retail market support for each season's products, the theme and display mode of each season, and even introduce branded publicity channels to spread them to stores. In this mode of operation, from the general manager of the brand company to the shop assistant, we can clearly understand the information that the brand wants to express, and it is naturally easier to convey it to consumers with this spirit, prompting them to pay attention to and experience, and then buy goods. After the perfect combination of pre-design and post-implementation, a brand will begin to rejuvenate, and its influence on target customers is incomparable with discount promotion (in fact, discount promotion is only a content to be expressed through visual merchandising).